Over the years online marketing has grown in importance in the airline industry. This media space offers airlines numerous marketing tools, one of the most recent being social media. Social media allows airlines to interact directly with customers via various Internet platforms, and monitor customer opinions and evaluations of services. This exploratory paper studies airlines’ use of social media on Facebook and Twitter for a defined period of time. The paper analyses the content of social media posted by airlines and provides a categorization of the content according to the promotional marketing mix. A netnographic method has been adopted for the examination of these social media platforms. Study findings show that there is poor strategic perspective and a lack of continuity in the use of social media. Results may aid marketing departments in their marketing and social media communication strategies, while at the same time complementing current marketing research.

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This working paper is a case study about the development of a faience product
line in Royal Copenhagen and illustrates several aspects of how, at what stages
of development, and by whom, cultural products in general are evaluated.
Three theoretical issues emerge. One concerns the constraints imposed upon
design and production by the use of materials and, to a lesser extent, technology.
Another argues that product development has to take place within a particular
brand and genre – in this case, those of Royal Copenhagen. A third reveals the
way in which the design and manufacture of a particular cultural product had
to be negotiated within a particular organizational world embracing both
management and workers, with differentiated skills. These issues lead to a
more general discussion of craftsmanship and storytelling.